The dating app is aiming its marketing at Gen Z
Tinder has hired three new marketing executives as it continues to expand across Australia and Asia.
The dating app has appointed Kristen Hardeman as the new country manager of Australia, as well as Hiroko Kujime and Giuliano Octavianos as marketing and business development managers in Japan and Indonesia respectively.
Hardeman will be responsible for overseeing marketing operations in Australia and building the brand strategically in market. Kujime and Octavianos will develop and execute strategic marketing initiatives for Tinder and optimise local campaigns for brand growth across Asia.
Prior to joining Tinder, Hardeman led consumer marketing for Intel Australia for five years, where she used marketing initiatives and strategic partnerships with the Sydney Opera House and Vivid Sydney to grow the brand and reach new audiences.
Hardeman also has extensive experience leading accounts at notable creative agencies in Sydney and New York including The Monkeys, Saatchi & Saatchi, and JWT. She worked across a broad range of sectors from technology to entertainment, banking, not-for-profit, FMCG and new business.
“When Tinder entered the market six years ago, it completely changed how people meet and date all over the world,” Hardeman said.
“I’ve been able to see first-hand how it has impacted social culture here in Australia and I couldn’t resist the opportunity to join such a trailblazing brand.”
Tinder CMO, Jenny Campbell, said as a brand that is at the intersection of culture and dating, Tinder was eager to find someone who understands the mindset of the Gen Z audience and who can help it reach them in an authentic way.
“Kristen’s background in creating unique experiences and strategically marketing to new audiences for the Australian market made her the perfect choice for the country manager role at Tinder,” she said.
Launched in 2012, Tinder has people in more than 190 countries around the world swiping right to connect with others. Each day, 26 million matches are made on Tinder with more than 30 billion matches made to date.
In December 2014, Tinder had zero paying members but now boasts of more than four million subscribers, making it a top five grossing non-gaming app globally.
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People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.
The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.
There is no doubt the challenges we are facing as businesses, advertisers and audiences with COVID-19 are all unprecedented. But with this comes an opportunity to take stock and re-evaluate current strategies, plans and processes to drive efficiencies and relevance in today's market.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
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